Consumer Buying Behavior

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Consumer Buying Behavior

• Chapter 8

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• Level of Involvement the _________ and
  _____________ of interest in a product in a
  particular situation.

_______
________
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Routinized Response Behavior

• A type of consumer problem-solving process used
  when buying ________ purchased, ________-cost
  items that need _______ effort (search and
  decision).

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Limited Problem Solving

• A type of consumer problem solving process that
  buyers use when they purchase products
  ____________ or need information about an
  ___________ brand in a familiar product category.

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Extended problem solving

• The type of consumer problem-solving process that
  is the most _______ problem-solving behavior,
  which comes into play when a purchase involves
  ____________, expensive, or ___________ bought
  products.

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Consumer Buying Decision Process

• 1. Problem ______________
• 2. Information ____________
• 3. Evaluation of ___________
• 4. _________________
• 5. ______________ Evaluation

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• 1. Problem Recognition it occurs when the
  consumer becomes aware that there is a difference
  between a __________ state and an ________
  condition.

2. Information Search A. Internal Search
buyers search their __________ for information
about products that _______solve their problem.
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• B. External Search buyers seek information from
  ____________ sources.
• 1. Personal Sources friends
  __________________
• 2. Marketer-Dominated Sources

__________, _________, __________, __________
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• 3. Evaluation of Alternatives
• Consideration (evoked) Set A __________ of
  brands that a buyer views as __________________
  for possible purchase.
• i.e., when shopping you look at Tide, Fresh
  Start, Surf, and All and choose the one on sale.

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Framing

• Describing the ____________ and their attributes
  in a certain manner.
• i.e., new car comfort, safety, style, price,
  size.etc.
• Framing most likely influences the decision
  process of ____________ buyers.

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• 4. Purchase
• 5. Postpurchase Evaluation
• ___________ Dissonance ________ that occur
  because the buyer questions whether the decision
  to purchase the product was ______. i.e., did you
  make the right choice.

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Major Categories of Influences on the Consumer
Buying Decision Process

• ____________ Influences
• __________ Influences
• ____________ Influences

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Situational Influences

• 1. _______________ Reason
• 2. _______________ Perspective
• 3. _____________ Surroundings they include the
  characteristics and _______________ of others who
  are present when a purchase decision is being
  made, i.e., friends, relative, and salespeople.

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• 4. ____________ Surroundings
• 5. Buyers Momentary _______ i.e.,
  ______________________

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Psychological Influences

• 1. Perception
• 2. Motives
• 3. Learning
• 4. Attitudes
• 5. Personality
• 6. Lifestyles

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• Perception It is a three-step process that
  involves ______________, _____________, and
  ____________ information inputs.

A. ________________ Exposure admitting only
certain inputs into consciousness.
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• B. _____________ Distortion If a consumer
  receives information that is ________________
  with his/her feelings or beliefs, the consumer
  may __________ this information.

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• C. Selective _________________ Remembering
  information inputs that ____________ personal
  feelings and beliefs and ______________ inputs
  that do not.
• Note Inputs that reach awareness are organized
  to produce _______________, and this
  ______________ is interpreted in light of what is
  ________________ to the individual.

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Motive

• an _________ energizing force that directs a
  persons behavior toward satisfying _________ or
  achieving _________.

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_____________ Motives

• Motives that influence ________ a person
  purchases products on a _______________________.

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• Maslows Hierarchy of Needs they refer to the
  five levels of needs that humans seek to satisfy,
  from most to least important.

• 1. ____________ (requirements for survival)
• 2. ________ (security freedom from pain)
• 3. ____________ (love, sense of belonging)
• 4. _______________ (respect recognition)
• 5. __________________ An Army of One

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• ____________ ones evaluation, feelings, and
  _________ tendencies toward an object or idea.

or
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• Attitude Scale It measures the ____________ of a
  buyers feelings toward a certain object.
• Note Changing peoples attitudes toward a firm
  and its marketing program is generally a
  ________, ____________, and ___________ task that
  may require extensive advertising campaigns.

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________________

• a set of internal _____ and distinct ________
  tendencies that result in consistent patterns of
  behavior.

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Self-Concept (__________)

• Perception or view of ________.
• The development and change of a persons
  self-concept is a function of both ____________
  and ____________ factors.

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• A consumers buying decisions are affected in
  part by the people around him/her. These people
  and the forces they exert on a buyer are called
  _________ Influences

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Social Influences

• Roles
• Family
• Reference Groups and Opinion leaders
• Social Classes
• Culture and Subcultures

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• Role The set of actions and activities
  associated with each __________ one holds within
  a group, organization, or institution.

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• Role Inconsistency

or

• Family Influences
• Consumer _________________ The process through
  which a person acquires the knowledge and
  ___________ to function as a consumer.

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_______________ Group

• A group is a _____________ group for an
  individual when that person ___________ with the
  group so strongly that he or she takes on many of
  the ______________, ________, or _______________
  of group members.

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Opinion Leader

• a ________________ member who provides
  information about a _______ sphere that interests
  reference-group participants.

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• Marketers who attempt to use reference-group
  influence in advertisements are most likely to
  succeed when the message indicates that
• A. reference groups should be of little concern
  to the consumer.
• B. all products and brands are influenced by
  reference groups.
• C. reference groups are in and everyone should
  belong to at least one.
• D. people in a specific group buy the product and
  are highly satisfied by it.

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• Which of the following is most likely to be a
  product for which both the purchasing decision
  and the brand decision are strongly influenced by
  reference groups?

• A. Canned peaches B. Furniture
• C. Instant Coffee D. Soap
• E. Jeans

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• Social Class an open ____________ of people with
  similar social ranking.
• Note factors of social class in our society
  education, occupation, religion, race, ethnic
  group, possessions, and ________.
• R. P. Coleman, Social Class Categories
• ____________ (14) favor prestigious schools,
  neighborhoods, and brands.

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• _____________ (30) Often found in management
  positions like fashionable items live in
  well-kept neighborhoods.
• ______________ (40) Blue collar shops for
  bargains, and buys sports and recreational
  equipment.
• _____________ (16) May be forced to live in less
  desirable neighborhoods most product purchased
  are for survival.

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• _________ the values, knowledge, beliefs,
  customs, objects, and concepts of a
  ___________________.
• A culture can be divided into __________
  according to geographic regions or human
  characteristics, such as age or ethnic
  background.